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| Experience on the application of customer relationship Management in the business development department of Xiaotangshan sanatorium in Beijing |
| WANG Zhaoyun1 CHEN Shuo2 |
1.Department of the Business Development, Beijing Xiaotangshan Sanatorium, Beijing 102211, China;
2.Department of Information, Beijing Physical Examination Center, Beijing 100077, China |
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Abstract Objective To explore the significance and value of the concept and practice of customer relationship management in customer maintenance of sanitarium. Methods The customer information of the Nursing Home Business Development Department from January 2015 to December 2019 were digged, the annual income, cooperation volume of different types of customers, cooperation volume of group customers, loss of group customers and the number of third-party operating customers were taken as evaluation indexes, the application strategy of customer relationship management in customer maintenance and sustainable development of the nursing home business development department were explored. Results Compared with 2015, the overall annual revenue brought by the implementation of customer relationship management showed a steady rise, the total revenue in 2019 increased by about 10% year-on-year, and the highest proportion of income from physical examination (about 71.95% in five years), the total revenue from physical examinations increased by about 14.71% year-on-year in 2019; the number of VIP customers among different types of cooperation customers increased by 18.35% year-on-year in 2019, and the number of special mission customers increased by 43.85% in 2019; five years of stable cooperation with group customers (annual volatility of 7.09%), overall decline in group customer loss (50% by 2019), since the addition of third-party cooperation in 2016, the number of customers in 2019 has increased by 322% compared with the same period in 2016. Conclusion Customer relationship management can effectively increase the number of nursing home customers, reduce customer loss, and maintain a good, long-term customer cooperation relationship, at the same time, the effectiveness of third-party cooperation in customer growth and maintenance is obvious, it is a kind of recommended customer relationship management mode, which lays a strong foundation for better developing potential customers and establishing customer relationship management platform of sanatorium.
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